In the rapidly evolving landscape of sports, betting, and media, understanding the true impact of advertising across fragmented viewing sources is paramount. Genius Sports, a leading data, technology, and broadcast partner that powers the global sports ecosystem, has announced a strategic partnership with TV measurement company, iSpot. This collaboration will equip Genius Sports clients with iSpot’s advanced Outcomes and Unified Measurement solutions, providing an unprecedented ability to understand deduplicated audiences and the real return on investment (ROI) of their media strategies on consumer action. This article will explore the significance of this partnership for the AdTech industry, the enhanced measurement capabilities it brings to sports advertising, and how it will empower brands to optimize their investments in the dynamic world of sports fan engagement.
The Strategic Alliance: Genius Sports and iSpot
- Genius Sports: A key player in the global sports ecosystem, connecting sports, betting, and media through data, technology, and broadcast solutions.
- iSpot: A renowned TV measurement company, specializing in verifying and measuring video advertising across diverse content types.
- Core of the Partnership: Genius Sports will integrate iSpot’s Outcomes and Unified Measurement solutions into its offerings.
- Enhanced Measurement Scope: These solutions verify and measure video advertising across a wide array of viewing sources, including:
- Linear TV (traditional broadcast)
- Streaming platform apps and services
- Key Benefits for Genius Sports Clients:
- Deduplicated Audience Understanding: Gaining an unprecedented ability to understand audiences across various viewing sources, ensuring each individual is counted only once, regardless of how many devices or platforms they use to consume content. This provides a more accurate picture of true reach.
- True ROI and Impact Measurement: Clients will be able to understand the genuine return on investment and the actual impact their media strategies have on consumer behavior and action.
Revolutionizing Sports Advertising Measurement with FANHub
- Addressing Fragmentation: Josh Linforth, Chief Revenue Officer at Genius Sports, emphasizes that the partnership represents a “significant advancement” in delivering measurable value to sports brands, particularly in understanding campaign impact across the fragmented sports viewing landscape.
- Unified View of Performance: In an era where fans engage with content across multiple screens and platforms, this unified view of performance and outcomes will “transform how brands optimize their sports-adjacent investments.”
- FANHub Integration: Specifically, Genius Sports will integrate iSpot’s Unified and Outcomes measurement solutions and data insights into FANHub.
- FANHub: Genius Sports’ proprietary omnichannel platform, purpose-built to reach sports fans.
- Purpose of FANHub: Expands access to premium, brand-safe advertising inventory across the web, mobile, and streaming TV.
- Capitalizing on Opportunity: Emily Wood, VP Business Development at iSpot, highlights the shared goal of helping the media marketplace capitalize on the “clear opportunity that exists with what are often loyal fans” in sports.
- Unlocking Value: The growth in sports programming and sports betting has unlocked significant value for marketers over streaming and digital channels, and iSpot’s mission is to help brands harness this value.
FANHub: A Comprehensive Platform for Sports Fan Activation
- Experience and Relationships: Genius Sports launched FANHub, capitalizing on:
- 20+ years of experience in data collection, curation, and activation.
- Direct global relationships with over 400 leagues and teams, including major entities like the NFL and NCAA.
- Integrated Capabilities: FANHub was designed to provide clients (brands, agencies, leagues, and teams) with a solution that combines:
- Programmatic buying capabilities: Automated and data-driven ad purchasing for efficiency and precision targeting.
- Social media buying capabilities: Engaging fans on platforms where they interact most.
- All within one easy-to-use platform, streamlining the AdTech workflow for sports advertising.
The strategic partnership between Genius Sports and iSpot marks a pivotal moment in the evolution of AdTech, particularly within the burgeoning sports media and advertising sector. By integrating iSpot’s robust Unified and Outcomes Measurement solutions into its FANHub platform, Genius Sports is empowering brands with unprecedented transparency into their advertising performance. This includes the crucial ability to understand deduplicated audiences across diverse viewing sources and quantify the true ROI of their campaigns. As sports fans increasingly consume content across fragmented digital and linear platforms, this unified measurement approach will enable advertisers to optimize their strategies, maximize the impact of their investments, and ultimately forge deeper, more meaningful connections with their target audiences in the dynamic world of sports.
